The Star gets in an empire state of mind

The Toronto-based daily expands its Sunday section to include two unique sections from the New York Times and launches a mass media campaign to promote it.

The world of daily newspapers in Canada continues to evolve this week as the Toronto Star announced two new sections for its Sunday paper and a mass media campaign to promote it.

The Sunday Star will now feature two special sections from the New York Times, the 16-page International Weekly and the 12-page New York Times Book Review. Both sections are produced uniquely for the Star by the Times and aren’t carried by the paper in the US.

As such, ad inventory for the new sections will be unique to the sections and handled by the Star.

‘These sections will offer advertisers a new way to reach readers who enjoy the high-quality and well-respected journalism of the New York Times, from news and comment to fashion, the arts, culture, trends and books,’ Sandy Muir, VP, advertising, the Toronto Star, said in a release.

Developed with M2 Universal, the new sections will be promoted with a mass media campaign, including 30- and 15-second TV spots on Global Ontario, CBC, Citytv, Omni, CFTO, CP24 and on the digi screens at the ACC during Leafs and Raptors games; 30- and 15-second radio ads on Toronto-focused stations; the Captivate OOH network; online display; and print across Torstar/Metroland properties.

The paper’s traditional marketing mediums – including POS, direct mail, newspaper box signage, telemarketing, sampling and email marketing – will also be included.

The new sections will be available Oct. 17 in both subscriber and newsstand editions and will be offered free of charge to both until Nov. 21. Subscribers will then be charged $1 per week for the new sections, and starting Nov. 28, the price of the newsstand Sunday Star goes up $1 as well.

The change comes on the heels of the Star’s recent addition of Moneyville, a DIY financial section, in the Monday edition of the paper, and the Globe and Mail‘s Oct.1 relaunch.